Are you pushing your customers around?
Kamil Michlewski
Kamil Michlewski explains how offering too many channels discourages customers from using any of them.
Consider this simple scenario: a customer walks into a store (retailing sports equipment, let's say) and asks if they have more information on the latest skiing equipment. The salesperson, instead of answering the query there and then, says they should check that sort of thing on their website. Customer walks out. Let's now see how this simplified snapshot of the customer journey relates to three groups: customers, companies and consultancies.
CUSTOMER'S VIEW
What this means for the...